We often hear professionals say they’re good writers and perhaps they are. That doesn’t mean they don’t need help from professional writers and here’s why. Most busy professionals stay focused on their given tasks. They usually don’t recognize that different mediums (brochures, business articles, websites, etc.) have different writing needs to effectively communicate with the readers. Let’s explore different writing needs and how a professional writer can engage prospective customers.
When you were in school, a writing assignment likely had a minimum length requirement. Many classmates struggle to hit that minimum page length. In the professional world, different platforms have varying length needs. A one-page flier has a defined end point. While you may be able to adjust the graphical layout to fit more or less text on the page, there are physical limitations to keep in mind.
Now consider the digital world. A web page can run quite a bit longer than the set one-page printout; however, people have grown accustomed to accessing information fast online, so getting to the point quickly is critical. Unlike a printed piece, embedding links to deeper content is also important online. Plus, writers need to think about how people are searching for content related to the topic at hand. Weaving in key words and phrases is essential for search engine optimization (SEO), but authors must avoid key word stuffing at the same time. Remember to add alt tags to the images on the page as well. Writers should aim to write for human readers as well as Internet spiders.
Writing for digital channels doesn’t stop with web pages and blogs. Think about the character constraints on Twitter, LinkedIn, Facebook, Instagram and the many other social channels. Being able to write concisely and effectively is a skill that often is developed after years of practice. In our fast-paced world, the right word choice leads to engagement with customers and prospects, while the word selection that’s not quite right means a post quickly gets passed over. A professional writer will work with you to determine the best ways to reach your target audience online.
Many leaders feel their business is so unique that they can’t leave the writing to someone outside their industry. Thus, management often holds onto writing assignments that get put on the back burner. However, a great writer can interview an expert by phone and then write the piece for the client’s review. It is much easier for a subject matter expert to review material for accuracy than it is for them to start from scratch with original thoughts. They often get trapped by over-explanation, when just sticking to the facts is what is needed to get the point across. This process of interview and write is, in fact, how reporters write their articles. They typically aren’t experts at the topic but are authorities at culling together details, asking questions that dig into the details and writing a tale that brings everything together.
A professional writer understands the limitations as well as the advantages of various mediums. Beyond this, professional business writers dedicate time to write for their clients, whereas internal team members are likely tasked with multiple pressing activities. These writing PROs have sharpened their writing skills so that they can write faster, better than most. Use the expertise of a professional writer who can better organize your story into an engaging written piece no matter the medium.